the ceo magazine, brand management,
Michael Randazzo, Author, Tales of an American Entrepreneur

A mistake entrepreneurs make after years in business (twenty two in my case) is thinking that their brand is established but forget to nurture the core essential identity once it is defined.   To avoid this, one of the most important things an entrepreneur can do is brand reinforcement.  Your brand is your image, so practicing brand-image reinforcement serves both long term success, as well as the current bottom line.

the ceo magazine, branding
Alexandra Watkins, Founder & Chief Innovation Officer, Eat My Words

During the past 15 years, as the founder and Chief Innovation Officer of a branding firm that specializes in creating names for new products, companies and services, I’m often asked how a name change impacts revenue.

While you can certainly measure sales before and after name change, full credit cannot generally be given to the new name alone because rebranding efforts generally involve a new visual identity, advertising, public relations, and social media.

Cat seeing himself as a lion in a mirror

One of the “realities” I’ve discovered through the years of business ownership, consulting and speaking, is that the customer or client rarely sees you as YOU see you. This is known as Perceptual Reality. In his book Magical Worlds of the Wizard of Ads, Roy H. Williams defines Perceptual Reality as our imagination. We spend a great deal of time there, and while there we create ideas and perceptions of ourselves that simply are not true or real.



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